9 Low Risk Link Building Strategies for Higher SEO Rankings

Indeed it’s not like the old days when you could trick Google into thinking your website is more authoritative than it actually is.

Effective link building in 2015 requires you to be ethical and employ low risk link building tactics.

Note that I’m using the word “low risk” instead of “no risk” simply because Google’s algorithm is pretty easy to trip these days even when using ethical strategies.

In fact, every time Google makes an update to its Penguin algorithm (that’s Google’s alg that focuses on spammy links) there are a limited number of websites that get caught in the net despite not having done anything wrong. Your Google ranking can change overnight, in either direction, and there’s rarely anything you can do to rectify it straight away.

Google does correct itself some of the time, but you still need to be extra careful when generating links to your website.

However, let me make something clear: Great SEO includes building lots of great content and posting that content to your social media and sharing it with anyone who is willing to read it and share it. Great SEO is also not taking for granted that not everyone will find your content – therefore, it is completely ethical to employ strategies to get other websites to link to and share your content. That’s the point of ethical link building.

Here are 9 Low Risk Link Building Strategies for Higher SEO Rankings:

1. Content Marketing

– Write great content and people will link to you – right? Sort of. Writing valuable digital content is necessary to position your business as an authority. In fact, I argue that all local businesses should invest for the long-term in content marketing and build content on a regular basis with the goal of becoming the de facto resource center in your community for your product or service. Content marketing isn’t about selling anything – it’s about building valuable content that is useful, entertaining, and when possible – engaging. For instance, if you are a general contractor you can write content, post videos, and share pictures of how to hang drywall, lay tile, properly hammer a nail, etc. Content should tell a story and / or be “how to” so that the reader benefits and is more inclined to share (social media, with a friend) and link to your web page. In addition, you should ask relevant websites to link to your content and / or resource center. Don’t wait for websites to link to you – be proactive getting links!

2. Contribute Content to Blogs and Media

– Once you build up yourself or your business as an authority (maybe you already are) you’ll be in a position to become a contributing author on high authority blogs and media websites. Here’s a recent example of an article I contributed to the popular technology website Techcrunch. In most cases you have the option of either repurposing existing content (from your blog, website, speaking presentation, etc) or write original content. Publishing your work is a great way to increase your online visibility – it’s also a great way to build links back to your website through your author byline. An author byline is a short bio (and link) that typically appears at the bottom of your content. Be careful to avoid “blog networks” that allow you to share content where money is exchanged (by you or a buyer) or the pure intent is to game Google’s algorithm.

3. Start a Blog

– Starting a blog is free and represents the lowest hanging fruit to get started right away writing content. Note that (1), (2), and (3) of my link building recommendations have to do with content marketing – it’s that important and necessary. Remember – Google ranks web pages, not websites. The more web pages (content) the more rankings and the more traffic to your business. Keep in mind that a blog also allows you to share more about your company vision, culture, and team. Be creative and have fun. Allow your staff to contribute to the blog and interview them on video and post the videos to your blog and YouTube. Have select interesting guest contributors write for your blog. Make your website a resource and a value-added place for your current and prospective customers.

4. Sponsor Contests

– Sponsoring contents is an easy way to generate links to your website and buzz about your business. For instance, if you own a business that offers products or services in the home services space you can sponsor a contest asking for people to submit their worst personal remodeling experience (winner gets a room make over, $250 Home Depot Gift Card, or something else fun). We all have a story to share where we probably should NOT have attempted to install carpet, paint the front of the house, or reupholster the family room furniture. HINT: You don’t need any special software – you can simply post the contest to your website or blog (the image above is from a contest held by MOSS Buildings and Design and simply posted to their blog and Facebook page). You should promote the contest on social media and you should also ask participants to do the same. If you are tech savvy you can use free or inexpensive software (or a WordPress plugin) to have your community / visitors vote. The key here is to get your participants to really help you promote the contest. For instance, if they have a personal blog they can post about the contest and ask their followers to go to your site to vote (voila you just earned a link!).

5. Publish Games, Widgets, and Quizzes

This advanced link building tactic allows you to build links by publishing widgets, games, or quizzes on your website or on someone else’s website. See two excellent examples below.

In the above image you see how one of my start-ups (Referlocal.com) created a deal widget that we publish on over 100 newspaper, TV, and radio websites across the United States.

In the above image you see how dating website OkCupid.com created a simple game to decipher nerds from geeks and dorks. People love to link to these types of “viral” games because they are fun and buzz worthy. BTW – OkCupid just earned a link from me. Go figure. 🙂

As I mentioned, creating widgets, games, and quizzes requires some advanced technical skill. However, if you are creative and you tie the concept into your business the benefits from a link building perspective can be significant.

6. Speak at industry events.

– One of the benefits of speaking at conferences and events within your particular industry is that you are likely to share your bio on the conference / event website, which will include a link back to your website like this one.

7. Earn Awards and Badges

Earning awards isn’t easy, but it’s not as hard as you might think. The first step is to apply – if you don’t get accepted or recognized this time around keep trying. In addition, note that there are likely dozens of awards in your industry that are available and many will be less competitive than others. If you win you’ll get the benefit of the recognition and you’ll almost certainly be able to get a link from the award sponsor.

Here are a few award links I’ve earned over the years:

8. Donate to Charities (My Favorite)

Chances are you give money to a range of different causes. From local charities to National charities, when you donate money you will often receive recognition as a donor on the recipients website. Click the above Nascar Foundation button to see that I earned links to two of my start-ups (ReferLocal and KBJ Capital) (simply by asking) for a donation I made to a Nascar celebrity poker tournament that was held in my hometown. BTW – you can earn links from donating to charities in two ways. First, you can look for charities that post and link to donors and donate money to that charity. Second, you can look back on all the donations you’ve made (and intend to make) and simply send an e-mail or call the charity to see if they would be willing to create and publish a donor list. You’ll be surprised to see how many charities (especially local charities) will support your request.

9. Get listed in Business Directories

There is no better way of automatically increasing your online visibility and (arguably) no easier way to get backlinks to your site than by signing up your business to online directories. There are about 20-30 directories that are absolute must-be-listed, including Yahoo, Bing, Google my Business, Yelp, CitySearch, Best of the Web, Merchant Circle, ReferLocal (disclosure – I own ReferLocal), YP.com, etc. Sign-up for a FREE Trial to LSEO to get a full list of directories you need to be listed.

Keep in mind that there are great tools out there like Yext, Moz Local, and UBL that provide listing management services. Listing management is also a service offered by LSEO as part of our “Do it Yourself” and “We’ll Do it For You” software and service offering.

Brian Reese– Paid Media Associate

Brian has a business degree in Marketing & Management from Penn State University. His digital marketing career began with an internship at LSEO in his senior year, where he learned the ropes of SEO and Paid Media. After graduation, Brian was brought onto the LSEO team to further the growth of the Paid Media Department. Brian has a strong background in leadership and team growth from his over 5 years of head coaching a high school volleyball team.

Hector E. De Los Santos Maria – SEO Associate

Hector is originally from the Dominican Republic. He studied Graphic Design at a private university called APEC, before relocating to Pittsburgh to study Game Art & Design at The Art Institute of Pittsburgh. After his time in Pittsburgh, Hector moved to NEPA and graduated from Luzerne County Community College in 2011 with a degree in Commercial Art and a concentration in Painting and Illustration.

Hector has taught himself HTML and CSS through several online sources, and in the past few year has become interested in digital marketing, specifically e-commerce and SEO.

Hector is interested technology and has a background in network administration and computer repair. He is also proficient in Photoshop, Adobe Illustrator, Premiere Pro and Pro Tools. In his spare time, Hector enjoys drawing and playing guitar.

Mark Dymond – Head of PPC

Mark Dymond has a degree in Business Marketing / Management from Pennsylvania State University and graduated top in his class. Originally a part of the internship program, Mark was brought on board to expand the Paid Media department. He’s extremely active in finding the best information and tactics on PPC campaigns and has extensive experience with online marketing channels like Facebook, Google, Bing, etc. Throughout his career, Mark has done digital marketing work for several entities, such as The Pennsylvania State University.

Pat Mineo – Head of Design & Development

Pat is LSEO’s Head of Web Design. After graduating from Marywood University in 2015 with a Bachelor's Degree in Graphic Design, Pat begin working with LSEO to integrate design into the digital marketing space by creating effective user experiences that drive results for businesses of all sizes.

Passionate about the latest design trends, Pat has worked with businesses from all over the country, in both digital and print mediums. How users and customers interact with a brand and their products is truly what drives Pat's enthusiasm for creativity.

Outside of LSEO, Pat works closely with a number of area non-profits, elevating their fundraising efforts through effective branding and digital experiences. Pat has taken Silver in the 2015 American Advertising Awards in 2015, and when he's not creating, he's enjoying his family and friends, traveling, and following his favorite sports teams closely.

Kyle Kozie – Head of SEO

Kyle has obtained a Business degree with a focus in Marketing and Management from Penn State University. While interning during his time at Penn State, Kyle gained a passion for SEO and Digital Marketing and has been in the industry ever since. His primary focus has been on managing both large and small clients in the e-commerce space, which has given him the knowledge and experience to become an organic search expert. Kyle has a drive to develop strong client relationships and deliver top notch results. He does this by staying on top of industry trends and holding many digital marketing certifications. Kyle also comes with a strong technical SEO background that he can help clients deploy.

In his free time, Kyle enjoys working out with a focus on Powerlifting and Crossfit, where he competes locally and at the regional level. When he is not doing SEO or in the gym, he is doing his favorite thing in the world, playing with his Australian Shepherd, Blake.

Jade Matusick – Content Marketing Specialist

Jade graduated from Susquehanna University with a B.A. in Creative Writing. While in college, Jade was involved in several small press publications reviewing literature, art, and photography submissions. While she has a lifelong love of writing and reading fiction, she is always looking for opportunities to expand her writing skills and try different genres. Never without a book, Jade aspires to one day publish a novel of her own one day.

Jade is a self-proclaimed expert on the royal family and romantic comedies. She also checks her horoscope daily in hopes that it will give her some guidance.

Darcy Huff – SEO Account Strategist

Darcy joins the LSEO team as an SEO Account Strategist. With the original intent of pursuing a career in graphic design, she developed a passion for online marketing while taking on her first SEO role at Web.com in 2015. She holds a Bachelor of Arts in Digital Design & Media Art with a minor in Marketing from Wilkes University.

When she’s not at work, Darcy can be found at the cinema or theater, discovering NEPA’s restaurants and breweries, or taking a day trip to New York City. She also spends her time doing freelance design, birdwatching, and relaxing with her dog, Mandy.

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Jack Trapani – Paid Media Specialist

Jack holds a Bachelor of Arts in Journalism and a Master of Arts in Media Management from Marywood University. His career in marketing began with internships at local publications and advertising agencies.

His previous roles include working at a private community as the Direct of Marketing and Media as well as various advertising agencies as a Pay-Per-Click Account Manager. He joins the LSEO team as a Paid Media Specialist.

In his free time, he volunteers with several non-profits which benefits various causes such as the local Boys and Girls Club. He also completes service projects throughout the year.

Teara Keller – Head of Web Development

Teara hails from the Maryland side of the D.C. Metro Area. So yes, she hold strong feelings about seafood and Old Bay Seasoning. She holds a BS in Web Development and Design from Southern New Hampshire University, and will begin working towards her MS in Digital Marketing this coming fall. She brings a unique approach to web development and ux design, having always been fascinated with the psychology that goes into how users interact with websites, while also keeping the technical side of SEO in mind as she works with clients to improve their websites to further optimize their web presence. She is also a member of three national collegiate honors societies, Phi Theta Kappa, Alpha Mu Gamma, and The National Society of Collegiate Scholars.

When she isn’t nerding out over UX trends and new JS libraries, she’s Co-Chair of the POC Committee for Queer NEPA, a speaker at their Pride Series in June, and devoted wife and mother. She loves finding new places to eat, traveling, and quiet weekends spent vegging at home on the couch watching documentaries on Netflix. She also has an extensive collection of Funko Pops and Meryl Streep movies that she is quite proud of.

John Meholic – SEO Manager & SEO Expert

John holds a degree in English Education and Philosophy from the College of Arts and Sciences at Misericordia University. Originally graduating with the dream of one day becoming a professor and writer, he fell deeply in love with the digital marketing world in 2014, working for companies such as Web.com, Net Driven, and Pepperjam.

With a diverse background in search engine optimization, paid search, affiliate marketing, as well as teaching, John has the knowledge, dedication, and discipline to craft and implement technical and creative marketing strategies for online businesses.
When John isn’t staying up-to-date on the latest SEO news and continuing to earn industry certifications, he likes to spend his time exploring various large cities across the US, going to shows, watching movies with friends and family, and drinking coffee. Although John dedicates a large portion of his time to developing his technical SEO skills, he can’t seem to shake his childhood obsession with becoming a living, breathing encyclopedia of underground and alternative music.

Brianna Redding – Content Marketing Specialist & Intern Coordinator

Brianna is a NEPA native who relocated to Philadelphia after studying Journalism at Luzerne County Community College. While living in Philly, she did freelance work for several online music publications, which gave her the opportunity to see some of her favorite bands perform live.

Brianna moved back to NEPA in 2017 and now holds a position at LSEO as a Content Marketing Specialist and Intern Coordinator. Brianna enjoys writing and feels that her love of reading has helped improve her writing over the years. Brianna is also passionate about the internship program at LSEO and loves meeting the talented students that walk through the doors each semester.

In her free time, Brianna can be found thrift shopping, taking photos of her friends on her film camera (her prized possession), and cooking delicious plant-based meals. She’s also a big sister to two dogs, Bernie and Buster, whom she loves dearly.

Jessica Spear – Head of Client Strategy

From complex math to managing budgets, Jessica is a project management expert with experience handling numerous brands at one time and an ability to deliver quality results. Whether she’s launching a website, setting up analytics or simply keeping things on track, Jessica takes pride in getting things done ahead of schedule, a quality that has helped her throughout her 10+ years in digital marketing. Jessica has leveraged her skills when helping found East Coast Paws, which now has over 5,000 members.

In her free time, Jessica likes to stay up-to-date on industry news, cooking, watching documentaries, and recently discovered a skill for refinishing furniture. Jessica was also on the swim team during her time at Drexel University, where she studied engineering.

Eric Adamczyk – SEO Specialist

Eric Adamczyk graduated with a Bachelor of Science Degree in Business Marketing & Management from Penn State. During his four years at Penn State, Eric was a member of the school’s Blue & White Society, networking with alumni and participating in community events.

Before gaining full-time status at LSEO, Eric spent a semester interning with the company and worked with the SEO team to expand his knowledge of digital marketing. Eric likes to keep himself up-to-date with the latest SEO trends and further his knowledge of what’s changing in the industry.

In his free time, Eric is an avid sports fan who enjoys watching just about any game, including baseball, football, hockey and basketball. When he’s not watching his favorite teams play, he can be found on a golf course or coaching his youth travel basketball team.

Lindsey Matylewicz – PPC Specialist

Lindsey holds an MA in communication arts from Marywood University, focusing in media production and management. She’s current on the latest best practices and trends for pay-per-click advertising and has taken on a role at LSEO as a paid media associate. In her spare time she enjoys reading and writing short stories. She nerds out about comedy and participates in theater, improv, and sketch groups in the area. She also loves hiking, coffee, and her lovely pup, Gus.

Jeanne Laktash – Content Marketing Specialist

Jeanne Laktash is a professional wordsmith and well-known Type-A personality (or, as she’s known around the office, Content Marketing Specialist). Jeanne has enjoyed a passion for writing since she was a child, often saying she wanted to be a variety of things when she grew up, always coming back to writing. This led her to pursue the study of communications, earning both Bachelor’s and Master’s Degrees in Communication Arts from Marywood University.

Jeanne has worked in marketing since 2008, eventually crossing into the digital marketing field in 2014. Throughout her career, she has worked for prominent NEPA organizations, including the F.M. Kirby Center for the Performing Arts, Keystone Automotive, and Net Driven, crafting dynamic, engaging content to drive leads. Jeanne stays up to date on the latest digital marketing and content trends by reading industry blogs and immersing herself in information.

When she’s not crafting content for LSEO’s many clients, she enjoys spending time with her husband Nick and daughter Kateri, listening to music, cooking interesting meals, sampling different craft beer, snuggling her German Shepherd Samson (who thinks he’s a lap dog) and rooting for the Wilkes-Barre Scranton Penguins, for whom she has been a season ticket holder since 2007.

Jeff Miro – SEM Specialist

Jeff has a degree in communications from King’s College in Wilkes-Barre, PA. After starting out at the The Times Leader as a sports writer, Jeff began his career in the online marketing industry in 2007, working for Pepperjam. He has experience in paid search marketing and content writing, but his specialty for the past 11 years has been in search engine optimization. He is enthusiastic about delivering tangible results, and increased conversions and traffic for clients.

Jeff likes to stay current on SEO trends and Internet marketing news, and in his spare time loves to work out and read about nutrition, fitness, and health-related topics. He also likes listening to music, going to shows, hanging out with friends, and watching Seinfeld and The Office.

James Neff – Head of Content

James has worked in the digital marketing industry for a few years now, publishing thousands of articles along the way. Being a well rounded writer provides an excellent advantage to the content marketing field. James is a lifetime member of the forensics fraternity Pi Kappa Delta and has been an active freelance writer for SEM firms and news organization since college. James graduated with a Communications BA from Keystone College, specializing in Journalism.

Unlike most content marketers, James can assist in everything from a technical audit to keyword research. James loves his work and he has a passion for writing and reading. On his off-days, James enjoys watching sports and going to concerts.

Chad Mummert – Director of Business Development

Chad has over 15 years experience in Sales, Marketing, and Advertising with degrees in Audio Engineering and Advertising. Chad’s main focus and passion for 8+ years has been Branding and Online Marketing. His broad range of capabilities brings diversity to our team with skill-sets in Audio Production, Video Production, Graphic Design, SEO, PPC and Social Media. Chad has consulted hundreds of businesses in nearly every market vertical and is focused on a positive customer impact for his clients.

When Chad isn’t obsessing over new market trends he is most likely writing and recording music. A Multi-Instrumentalist since the age of 6 years old, he attributes his creativity and out-of-the-box thinking to his life long dedication of exploring musical boundaries. He also loves skiing, mountain biking, hiking, riding his ATV and pretty much anything else the mountains of Pennsylvania has to offer.

Kristopher Jones – Founder/CEO

Kris is a serial entrepreneur, angel investor, best-selling author, accomplished public speaker and dedicated philanthropist. In 1999, Kris founded Pepperjam, a full-service internet marketing agency and affiliate network which was recognized by Inc. Magazine as one of the fastest growing companies in America three times before being sold to eBay Enterprise in 2009.

After the sale of Pepperjam, Kris founded KBJ Capital, an early stage technology angel investment fund which has raised over $35 million of funding and has a robust portfolio of 15 companies including French Girls App, LSEO.com, Yumm.com, LavCup, APPEK Mobile Apps, VigLink, Pathmapp, Highlighter.com, ReferLocal.com and more. Author of the best-selling book “Search-Engine Optimization: Your Visual Blueprint to Effective Internet Marketing”, Kris’ articles regularly appear in premium publications like Forbes, Inc. and Fast Company.

He is also a frequent keynote speaker at prestigious conferences and universities worldwide in addition to sitting on the boards of several non-profit and educational organizations. Learn more about Kris at www.krisjones.com

Chris Nash – President

Chris Nash is an Internet and SEO marketing expert, e-commerce veteran, and entrepreneur with over 20 years of digital, web, and sales experience. He co-founded the second largest retail and e-commerce dancewear company, AllAboutDance.com, in 1999, acquired a major competitor in 2008, and sold the business in 2010 to the world’s largest online discount dance wear retailer.

Chris is currently utilizing his proven experience in digital marketing, SEO, and e-commerce across a variety of internet based companies. His experience has also drawn him toward professional photography where he has often focused on dance, movement and the performing arts. As a graduate of Hamilton College in Clinton, NY, Chris brings an international perspective to his work having literally worked and traveled around the world through the Thomas J. Watson Fellowship on a global technology research project.

Chris has co-founded or invested in a number of start-ups and other businesses including MaxxBench.com – an innovative fitness equipment company that is changing the way we work out, and AutomateAds.com – a software driven company that automates, optimizes, and unifies cross-channel digital advertising.

Chris joins LSEO.com as President and is excited to bring his decades of experience to one of the fastest growing SEO and digital marketing agencies on the planet. It’s a digital match made in heaven.

Hector De Los Santos – SEO Specialist

Kris is a serial entrepreneur, angel investor, best-selling author, accomplished public speaker and dedicated philanthropist. In 1999, Kris founded Pepperjam, a full-service internet marketing agency and affiliate network which was recognized by Inc. Magazine as one of the fastest growing companies in America three times before being sold to eBay Enterprise in 2009.

After the sale of Pepperjam, Kris founded KBJ Capital, an early stage technology angel investment fund which has raised over $35 million of funding and has a robust portfolio of 15 companies including French Girls App, LSEO.com, Yumm.com, LavCup, APPEK Mobile Apps, VigLink, Pathmapp, Highlighter.com, ReferLocal.com and more. Author of the best-selling book “Search-Engine Optimization: Your Visual Blueprint to Effective Internet Marketing”, Kris’ articles regularly appear in premium publications like Forbes, Inc. and Fast Company.

He is also a frequent keynote speaker at prestigious conferences and universities worldwide in addition to sitting on the boards of several non-profit and educational organizations. Learn more about Kris at www.krisjones.com/